MUMBAI: The Asian cable and satellite industry in 2003 accounted for almost 190 million multi-channel homes, up 40 million from 2002. 95 per cent of these are pay homes. Pay TV advertising revenues for 2002 were US$2.6 billion compared to an estimated US$14.8 billion in overall ad spend, says data released recently by Casbaa.
2003 saw 48 million multi-channel subscribers in India, 12 million in Korea, eight million in Japan, 7.7 million in Taiwan while the corresponding figure for China stood at 100 million, says the new CASBAA data.
Over the last one year, total multi-channel adspend stood at US$2,592 million for the industry but the figure for pan regional advertising buys stood at US$205 million. China leads this market with US$752 million of adspend; followed closely by India at US$739 million; and Taiwan at US$586 million.
Asia Pacific multi-channel television homes YE 2003
(data in 000s)
2003
Total HHs
Total TV HHs
Multi-Channel HHs
%TV HH
Australia
7,347
7,076
1,543
22
China
358,127
345,727
100,000
29
Hong Kong
2,192
2,162
898
42
India
176,077
117,972
48,030
41
Indonesia
55,059
25,877
4,156
16
Japan
47,800
47,400
8,083
17
Korea
16,200
16,000
11,935
75
Malaysia
5,321
5,163
1,216
24
New Zealand
1,408
1,389
542
39
Pakistan
20,761
9,940
2,684
27
Philippines
16,530
15,275
1,864
12
Singapore
973
963
380
39
Taiwan
6,953
6,883
5,785
84
Thailand
15,907
15,111
1,936
13
Total
730,655
616,938
189,052
31
The data indicates considerable room for growth, wtih the multi channel total TV viewing share now over 50 per cent in multi channel homes in many markets. Currently, adspend in these markets constitutes merely 17.5 per cent of the US$14.79 billion of TV adspend in Asia Pacific outside of Japan.
CASBAA television advertising expenditure estimates
US millions
2002
Total TV
Multi-Channel TV
Regional buys
205
205
Australia
1,966
59
China
6,270
752
Hong Kong
725
22
India
869
739
Indonesia
552
6
Malaysia
146
19
New Zealand
573
17
Philippines
414
12
Singapore
241
12
Sth Korea
1,016
163
Taiwan
1,302
536
Thailand
518
0
Total
14,796
2,592
The data represents statistics endorsed on an industry-wide basis covering the size and value of the Asia Pacific pay-TV market with newly calibrated estimates of advertising revenues, according to an official release. The data has been derived from a six-month consultation process by the Casbaa Advertising and Research Committee with the region’s leading pay-TV channels, system operators, agencies and data providers on both a regional and local basis.
Participants in the process included representatives from Discovery Networks Asia, the Star Group, Turner International Asia Pacific, Nielsen Media Research, TAM India and Media Partners Asia.